Sample Marketing Essay Paper on MARKETING PLAN

Marketing Plan

Marketing plan is a tool used to develop and present a company’s marketing strategy. At the minimum, the plan should contain descriptive information on the company, its products or services, target customer, marketing research, advertisement, promotions, and a list of actions items that is supported with a strategy plan for execution.

Company Overview

Owner(s): 
Company Name: Best Cola
Product Name:Soft Drinks, Bottled Water
Location:United States
History (yrs.):1 year

 

PART A/Section 1: Executive Summary

Best Cola is a soft drink company based in United States of America; it began its operations one year ago. The company founder has come up with several brands in the market, and according to the simple analysis conducted by the company there is some progress in sales. They have three brands of soft drinks and clean water for drinking parked in plastic bottles. Mission Statement of Best Cola The mission of Best Cola is to ensure that the world is refreshed with high-value products at low prices, as we create value and cause a difference.

Product description

Best cola is the main brand of the firm together with another brand called s-drink. In cases of customers who do not take sugar, the Company has Free Best Cola brand, which is free from sugar. The Best cola brand is in a bottle with a green sticker, while the S-drink is in a plastic bottle still with a green label. Both brands exist in three different measures that include 200 ml, 500ml, and one litter. There is also the use of cans especially for the Best cola brand; the cans are in measurements of 50 ml (Blythe, 2006, p. 23).

PART B/ Section 2: targeting customers

Demographic profile

Best Cola has developed products aimed at targeting the whole society, bust some brands are accustomed to meet desires of certain groups of people in the market.

Psychographic profile

The use of cans was aimed at targeting the young group of customers while the other brands belong to the entire market. College students like using unique brands, and this is the reasons they are targeted with the cans. The messages to be issued to consumers vary with age, like when targeting the youths the company has been highly using celebrities. The aged need to be presented with precise and direct information about the new product

PROFESSION

The educated people will be issued with brochures in which are well detailed with information about the Best cola products.

geographic LOCATION

Customers living in big towns are well-suited with the use of media and billboards, while people living in the interior part, the company is planning to use road shows and sometimes the media (Blythe, 2006, p. 23)

Wants and needs

The social network gaming products that are marketed under our company aim at providing entertainment services and activities to the young and energetic populations that are the market targets. Additionally, our games help to improve an individual or player’s critical thinking and problem solving skills. This is according to Shin & Shin (2015).

PART C-Section 3: Unique Selling Proposition

unique selling proposition (usp)

The unique selling proposition (USP) is in product differentiation and in a low-cost pricing strategy. Product differentiation helps in appealing to consumers across different segments such as the youth, urban population, as well as rural population. Low-cost pricing strategy will ensure that its products penetrate the market head to head with established brands such as Coca-Cola, Pepsi and Dr. Pepper Snapple.

marketing objectives

The company brands itself as the best seller in the industry by offering quality services at the lowest price. Quality is one of the features that most companies need and look for in a product. The marketing objectives are to come up with innovative products that are strongly branded to distinguish and differentiate them in the market that will facilitate uptake and appeal of our products to the consumer.

PART D/ Section 4: Pricing and Distribution Strategy

strengths, weaknesses, opportunties and threats (SWOT)

Strengths

• Product diversity

• Complementary product sales

 • Ten brands earning around $800 million

• Successful marketing and product promotion in the local market

Weaknesses

• Low pricing

• Tool low net profit margin

• Not well established in the international market Opportunities

• There is growth in beverage and snacks consumption in emerging markets like China

• The high demand for health food and soft drinks

• Bottled water demand and consumption on the rise

Threats

• Changes in consumer tastes and preferences

• Water scarcity

• Reduced gross profit margin

• Increased competition from Coca-Cola and Pepsi

• The legal requirement to disclose harmful information concerning Best Cola products

supply-chain and operational system

           Best Cola’s supply chain consists of customers, retailers, wholesalers/ distributors, manufacturers as well as suppliers of raw materials. Critical aspects of the company’s supply chain system also involve distribution, warehousing, operational efficiency, effective, planning as well as procurement (Doole and Lowe, 2014). Best Cola heavily relies on the culture of continuous improvement through innovation. Moreover, the company has established strategic partnerships with both the customers and suppliers. Additionally, Best Cola has also invested in the processes and systems that enable it to deliver products on time.

pricing strategy

Best Cola has remained relevant in the industry due to its highly effective pricing strategy. First, Best Cola has been using promotion in order to increase its sales volume. Promotional pricing strategy includes low and discounted prices. While this strategy has proven to be much effective in the past, it has its share of challenges. For instance, customers are more likely to expect the price to go to even lower levels (Lamb, Hair, and McDaniel, 2013). Although Best Cola pricing objective has been focused much on cost effectiveness; the company would not want to be in a position where it is operating on losses.

PART E- Section 5: Distribution Plan and Promotions Strategy

distribution strategy

  1. Direct selling.
  2. Door to door delivery.
  3. Using vendor dispensing machines located in supermarkets, ATMs and petrol stations.

marketing goals

  1. Cash rewards and big discounts.
  2. Product giveaways.
  3. Promotional gifts.

Use at least two (2) quality references and cited in APA format to support this section. Also consider including charts, graphs, tables, and pictures to support your marketing goals as it relates to promotions, offers, and giveaways.

action steps (conclusion)

Best Cola has remained relevant in the industry due to its highly effective pricing strategy. First, Best Cola has been using promotion in order to increase its sales volume. Promotional pricing strategy includes low and discounted prices. While this strategy has proven to be much effective in the past, it has its share of challenges. For instance, customers are more likely to expect the price to go to even lower levels (Lamb, Hair, and McDaniel, 2013). Although Best Cola pricing objective has been focused much on cost effectiveness, the company would not want to be in a position where it is operating on losses.

Reference list

McDonald, M., & Wilson, H. (2011).Marketing plans: How to prepare them, how to use them.

John Wiley & Sons. Retrieved on 6th June 2015 from https://books.google.co.ke/books?hl=en&lr=&id=F6SQldy8KacC&oi=fnd&pg=PR6&dq=marketing+plans&ots=AwL9s9t1FY&sig=SY-XC_5s9ULFiq0FALjA5Nq2Coo&redir_esc=y#v=onepage&q=marketing%20plans&f=false

Shin, D. H., & Shin, Y. J. (2011). Why do people play social network games?.Computers in

Human Behavior, 27(2), 852-861.